Established in 1992, Optus is the second largest telecommunications provider in Australia. The brand set out to offer choice in a monopolised industry, and regularly introduced game-changing innovations designed to help customers. In recent years, as the market reached saturation, Optus concentrated on price competitiveness and market growth, losing relevance and brand consideration from its once loyal customer base.
The Optus identity used animals in its communications for a decade, and in 2012, began phasing them out while introducing a yellow cube, representing ‘network’. In market alongside the animal branding, the cube was met with confusion and customer ambivalence.
In order to win back its customers’ hearts, Optus began re-engineering itself with the goal of becoming Australia’s most loved service provider. To do this, a new identity was developed, coinciding with a whole series of improvements and innovations to its products, service, network and billing.